by abduzeedo
Explore Auris Engenharia's branding and visual identity by Danilo Akan. See how clever design elevates a technical engineering firm.
Have you ever wondered how to make a highly technical field like industrial engineering feel approachable and visually appealing? Danilo Akan's work on the Auris Engenharia visual identity offers a compelling answer. It’s a stellar example of how smart branding can transcend industry clichés.
The Challenge: Beyond Engineering Clichés
Auris Engenharia specializes in the technical assessment of boilers, pressure vessels, and industrial assets. Their core mission is to extend equipment life, reduce operational risks, and provide crucial technical support for maintenance and structural integrity. The company aims to elevate industry technical standards with reliable diagnoses based on solid knowledge and responsibility.
The main hurdle in this project was to visually convey a highly technical and responsible value proposition without falling into the typical visual traps of the industrial sector. Danilo Akan navigated this challenge with finesse, creating a modern and serious identity that stands out.
The Name and Symbol: Listening to Assets
The name "Auris" comes from Latin, meaning "ear". This isn't just a linguistic detail; it's a metaphor for "listening attentively to the technical signals that industrial assets transmit—before they turn into failures". This concept is truly what sets Auris apart.
This core idea directly influenced the creation of the symbol. It's designed to symbolize an ear and the crucial exchange of speaking and listening. The symbol itself is minimalist and representative, harmonizing seamlessly with the chosen modern and bold typography. This thoughtful integration of meaning into the design is what truly elevates the brand.
Typography and Color: Serious Yet Modern
The typography for Auris was customized to be serious, modern, and intentionally different from typical engineering visuals. This choice helps convey authority and competence. The color palette features deep blues and grays (#141942, #004C94) with an accent of a warm terracotta-like shade (#C88273) and a light background (#F0F0F0). These colors lend a professional yet inviting feel, further distancing the brand from sterile industrial aesthetics.
Branding in Practice: Cohesive and Impactful
The visual identity extends across various touchpoints, demonstrating a cohesive branding strategy. We see the Auris logo and wordmark on hard hats, sleek informational displays, and company letterhead. The consistency in the application of the visual identity across these different mediums reinforces the brand’s professionalism.
The website and business cards also maintain this consistent look and feel. The phrase "Engenharia que escuta" (Engineering that listens) is frequently used, reinforcing the brand's core message. Even in promotional posters, the clean design and clear messaging are evident, ensuring the brand's voice is heard (pun intended).
This project wasn’t just about a new visual identity; it was about aligning discourse, image, and purpose, conveying the authority of a company that truly knows its business.
The Takeaway
Danilo Akan's work on Auris Engenharia is a fantastic case study in effective branding and visual identity. It proves that even in highly technical fields, creative design can communicate trust, expertise, and a unique value proposition without resorting to tired tropes. It’s a reminder that strong branding truly listens to its client's core strengths and translates them into a compelling visual language.
To see more of Danilo Akan's work, visit his Behance profile: https://www.behance.net/gallery/227675455/Auris-Engenharia-Visual-Identity.
